Role of ad agencies in brand building?
Answer:
Being more synical. Mostly they are there to charge stupid prices to their clients for work carried out by people straight out of university.
I would always choose a decent brand / marketing manager with a decent creative person over and above a full service ad agency
The ad agencies perfome a vital role in brand building from the very first level of planning to the level of reaping the profit from the market.
The valuable in depth knowledge of the market, brands in the market, customer's choice, current market trend, compitition and govt's policies affecting it are provided with them.
Thus it is not only an institution for the marketing but also partner in the business process of brand building.
Hence every organisation willing to emerge as a good value provider to their respective customer need the help of ad agencies not only as a service provider but also as a pertner in brand building?
At the very basic level, the job of an advertising agency is to help communicate the brand's unique selling points/features/benefits etc to consumers in a way that is compelling and has ultimately a positive impact on the sales of the particular product. It is through this communication that ad agencies play such a critical part in the brand building process.
To do this job effectively, ad agencies need to partner with their client in order to understand market trends, consumer behavior and other contextual factors (Political, economic, technological, social etc) both in the current time frame and over a longer term to ensure that the brand is consistently relevant and compelling for its consumers.
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